More importantly, opinions are essentially “fluff.” If you increased sales by 42% in the last year, it’s not necessary to say that this is a significant event.

Let the writers come to their own conclusions.

Here’s an example paragraph with the opinions removed.

Company XYZ has generated 42% more sales this year, an amazing turnaround that has industry leaders excited. Over 23 million new customers have started using Product X, and we think this is a sign that lemonade stands are the future.

3. Pretend you don’t care.

We naturally pour our hearts into our own businesses, but that passion can often work against you.

Remember that the strangers reading your press release simply don’t share your inherent love for your company. Imagine you’re someone who simply doesn’t care about your business or the news, and try to write the press release in such a way that it’s not difficult to read.

Want a pro to write your next press release?

Simply fill out the contact form below, and we’ll help you spruce up and cut down that old press release (or start from scratch).

When people write a press release, they usually make one subtle mistake–a mistake that ruins their chances of success before they ever send the press release out.

They think the purpose of the press release is to spread the word about a business.

Of course, that’s the ultimate goal: to get coverage. But the real purpose, at least for the editor who reads it, has nothing to do with your company.

The real purpose is to make life easier for the editors and writers you contact.

Editors look at hundreds of press releases every single day.

Just let that sink in for a minute. Imagine reading 200 press release headlines every day. It takes hours and hours to go through all of them, and the most an editor can hope for is that a few of them make for an interesting story.

If it’s not instantly clear how the writers could drum up a story with your press release, the editor will most likely pass on it.

But if you can create a press release that presents a clear, interesting story right off the bat, then you make life easier for the editor.